Sneakerboy in Melbourne by March Studio
Stepping off the retail grid, this Melbourne trainer â€˜galleryâ€™ merges online shopping with the traditional try-on facilities of a bricks-and-mortar store. â€˜We wanted to create a multibrand with a new luxury movement at its core,â€™ says creative director Chris Kyvetos. To shop, Sneakerboy customers first register online for a special ID.
In store, there are no tills or products to take home. All purchases must be made through an iPhone or the in-house iPads, fixed to custom spun-steel chairs. The showroom carries a full-size range of each style (there are more than 1,500), while orders are shipped direct to customers from a Hong Kong warehouse.
The design by local firm March Studio begins with a large circular steel portal at the entrance, which directs visitors to the â€˜viewing chamberâ€™, where, inspired by the same retro futurism of an Underground station, illuminated glass shelves display each style.
In the live-wire server room, scrolling LED tickers credit each shoeâ€™s designer, and when customers scan purchases with the Sneakerboy app, the pricing and sizing options pop up, along with responsive comments like â€˜sold outâ€™.
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